Unit II: Defining the Competition

Unit II: Defining Competition

Managers who have established their own investment management organization, having built a track record, team, and process, around a strategy they feel passionate about, are eager to dive into marketing and selling. This is understandable; it is an exciting time for the organization and the costs of running that team and strategy are piling up. Performance looks great based on the manager’s self-assessment, and perhaps the market has even taken notice, resulting in some inbound inquiries and assets. Now more assets, and bigger assets under management are needed to complete the picture. But which assets? Managers can be myopic in their views. Understanding channels and prospects is critical to avoiding the wrong marketing and sales effort. This unit is about efficiency in prospecting and maximizing the opportunity set. Defining Target Markets is the third of the 12 units in the series, providing organizations with the opportunity to better understand, develop, prioritize and engage with their prospect base. Firms completing this unit will:

• Understand channels and prospects.
• Prioritize channels and prospects.
• Determine the right prospect for the firm’s offering(s).
• Define a game plan for channel discovery and prospect confirmation.
• Ensure efficient marketing moving ahead through active prospect tracking.

The Noble Ark Ventures Curriculum Series was developed to provide organizations with an interactive framework for defining their organizational infrastructure, offerings, marketing and sales plan. Each component includes both an audio recording and workbook which can be completed by individuals, or teams, seeking additional insight and a structural development framework. Organizations are encouraged to complete each unit in the series in the order provided below, and to allot the necessary time and resources to full organizational review, integration and commitment. As there are 12 units in the series, firms are encouraged to consider implementing one unit per month, however expedited completion and the incorporation of a facilitator are possible to enhance the timeline. To learn more about the curriculum series, contact us at [email protected].